Lance Kawas has released a fashion commercial – This high end artistic commercial is shot like a Chanel or Dior brand using the music of violins and cellos. The direction by Lance Kawas here though differs in that he utilizes an avant garde artistic look with rich vibrant colors and cinematic camera movements reminiscent of epic romantic movies. It is stunning to watch.
The concept was created by Kawas and the client – Alexander’s Of Northville – according to Kawas “loved it.” The custom clothier who Kawas describes as “the quintessential men’s clothing designer and clothier in the State of Michigan is a hi end men’s fashion talent and should be nationally noticed. As such, when I decided to do the commercial, I wanted to make a statement that would reach and connect with all the fashion hubs like, New York, LA, Paris, Milan and so on. The only way to compete with the hi end market is to make an artistic piece to represent Alexander’s of Northville and I believe this commercial does so.”
Kawas delivered five pieces : Three 30 second clips which will be released on all TV networks in August, a one minute version also to be released on TV, and a three minute version of the commercial for the world to enjoy. All these clips can also be found on YouTube.
The Cinematography was done through the amazing eyes of Istvan Lettang, the wonderful Music by the Swiss composer Pierre Vaucher, CGI by the talented Dark Hoffman, Sound by Matt Sisco, Steady Cam by Greg Johnson, Hair & Makeup by Lisa North, Gaffing by Bobby Laenen and Timmy Craft, Focus Puller by Fritz Pfaff.
The actors are Alyse Madej (Miss Michigan 2019) and Lamar Babi. It was entirely shot in Michigan.
The commercial has also been noticed by a few producers in LA and has opened doors for Kawas.
Kawas says “the commercial will be entered into commercial competitions for awards also. Let’s see where this piece goes.”